DeSIG: um método para o design de serviços intrinsecamente gamificados

Abstract

This thesis deals with the research, development and testing of a new method for the design of services intrinsically gamified: the DeSIG (acronym for Design of Services Intrinsically Gamified). The method, therefore, serves the development of services that have gamification as an essential feature, designed, from the outset, as an integrated part of the service. DeSIG aims to fill a gap observed in the gamification field, applied to services, which suggests a demand for multivalent, systematic and validated gamification methods. To position itself in this space, the DeSIG was developed in order to use, in the design of a service, resources from game design and service design together, with the first focused on the design of processes and gamified experiences and the second on the analysis of needs and service goals, as well as the design of the service itself. The method development process was, for the most part, abductive, and structured through the Design Science Research methodology. The DeSIG research and development structure can be summarized in six parts: (1) mapping of gamification methods and methodologies, contextualizing the research within the state of the art of the field and mapping gamification artifacts and methods capable of contributing to the method development proposal; (2) mapping game design concepts and gamification elements, systematizing them in a set of three gamification tools; (3) mapping of service design methods and tools for use in the development and application of DeSIG; (4) assembly of the method itself, using the service design and gamification resources collected; (5) testing the method through its use, with university students; (6) reflection on the results of this entire process. The collected data and feedback pointed to possible improvements and confirmed the potential of DeSIG as a method for the design of intrinsically gamified services.